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Kegel trainer startup Elvie is launching a smaller, smarter, hands-free breast pump

Elvie, a London-based startup known best for its connected Kegel trainer, is jumping into the breast pump business with a new $480 hands-free system you can slip into your bra. Even with all the innovation in baby gear, breast pumps have mostly sucked (pun intended) for new moms for the past half a century. My first experience with a pump required me to stay near a wall socket and hunch over for a good 20 to 30 minutes for fear the milk collected might spill all over the place (which it did anyway, frequently). It was awful! Next I tried the Willow Pump, an egg-shaped, connected pump meant to liberate women everywhere with its small and mobile design. It received glowing reviews, though my experience with it was less than stellar. The proprietary bags were hard to fit in the device, filled up with air, cost 50 cents each (on top of the $500 pump that insurance did not cover), wasted many a golden drop of precious milk in the transfer and I had to reconfigure placement several times before it would start working. So I’ve been tentatively excited about the announcement of Elvie’s new cordless (and silent??) double breast pump. Displayed: a single Elvie pump with accompanying app Elvie tells TechCrunch its aim all along has been to make health tech for women and that it has been working on this pump for the past three years. The Elvie Pump is a cordless, hands-free, closed-system, rechargeable electric pump designed by former Dyson engineers. It can hold up to 5 oz. from each breast in a single use. It’s most obvious and direct competition is the Willow pump, another “wearable” pump moms can put right in their bra and walk around in, hands-free. However, unlike the Willow, Elvie’s pump does not need proprietary bags. You just pump right into the device and the pump’s smartphone app will tell you when each side is full. It’s also half the size and weight of a Willow and saves every precious drop it can by pumping right into the attached bottle so you just pump…

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